contents 3meet the screens 5so many screens, so little information 7“if this screen were a person, it would be a ____” 9the tv: everyman & the jester 15the pc: the sage 21the mobile phone: the lover27the tablet: the wizard 30now what?32reaching the next billion consumers
meet the screensall screens are not created equalNot long ago, there was just one screen in our lives. The TV. It was front and center inthe living room; everyone surrounded it at predetermined times.Now screens surround us – they’re on our desks, in our laps, in our pockets. They’re inairports, on airplanes, in cabs, in grocery store aisles, and on gas pumps. We’reentertained by them, informed by them, challenged by them, connected by them.We watch them, write on them, work on them and play on them.In fact, screens are so ubiquitous, we don’t think or feel much about them.Or do we?Are screens just sheets of glass that deliver content? Or are they something more?Do they have distinct personalities? Do consumers feel differently and interactdifferently with different screens? And, as marketers, should the content we createbe tailored to the screen on which it will appear? 3
so many screens, so little informationScreens outnumber people on earth. By a lot. So you’d think this would be anarea rich in data and understanding. But the study we undertook had never beendone before.These are the kinds of things we wanted to know:how do people around the world engage with, socialize around and add valueto their lives with different screens?do consumers from emerging economies, like Russia and China, view TV differentlythan consumers in developed markets, like the United States and the United Kingdom?what’s the difference in how a 17-year-old student in Shanghai and a 55-year-oldexecutive in Manhattan view their smartphones?Our investigation took us to five countries: the United States, the United Kingdom,Saudi Arabia, Russia and China. In each country, we conducted a quantitative studywith 300 subjects, ranging in age from 18 to 64. Qualitatively, we spoke to dozensmore people around the world, often for days at a time.we learned immensely.And gained more insight than we could have even hoped for.We didn’t know what to expect going into this. But coming out of it, we’re sure thatyou will never look at – or produce content for – these screens the same way again. 5
“If this screen were a person, it would be a ____.”Assigning characteristics and personalities to different objects and peoplecreates something called archetypes. Pioneering psychiatrist Carl Jung used ar-chetypes to better define and understand personality and behavior in humans.We used archetypes to do the same for screens.In our study, consumers were probed about the roles different screens play intheir lives and were asked to describe the bonds and connections they feltwith those screens. Interestingly, different screens came to embody distinctarchetypes that were common among the consumers who use them.People don’t view screens as tabulae rasae, mere sheets of inanimate glassthrough which content is consumed. Rather, each screen has its owncharacteristics and its own relationship with the consumer. Additionally, eachscreen brings its own agenda to the content that appears on it.That means that on each screen, there’s an archetypal subtext to theconversation a marketer is having with a consumer. It’s no longer just whatyou say or how you say it that’s important. It’s what screen you say it on.Messaging can be much more effective if it’s customized for the screen onwhich it appears. 7
the tv: everyman &the jesterThe TV screen fits two distinct archetypes. The first is Everyman.Consumers’ relationship with their TV screens is like that with an oldfriend. TV is a regular guy/gal, part of the family. You’ve seen it naked.You’ve heard it burp. You grew up with it and are comfortable around it.The TV screen is also endlessly entertaining like The Jester. It’s chattyand interesting. It makes you laugh and cry. It’s done a lot, seen a lotand wants to tell you all about it.When people are with the TV screen, they are open and passive. It’s aone-way relationship; they expect to be entertained.So, TV is a great place to tell stories. Consumerswill go where you take them, willing toexplore and discover. They’re open to feelingsomething and forming a close emotional bond. 9
zoom out for a global perspective and it gets even more interesting. Consumers in the United Kingdom and the United States have this strong friendship with TV. They trust it and enjoy spending time with it. Nostalgia plays an important role, too. TV was their first and – for many years – only screen. go to the other side of the world and it’s a different story. In Russia and China, TV was state owned and controlled. So while consumers are used to having it around, they’re wary of it and less trusting. Over time, this may change. Meanwhile, entertainment, rather than rational information, may be more readily accepted on TV screens in these countries. relationships with TV also vary by age. Those over 45 prefer TV for viewing content. Watching programs and movies on a TV screen is more relaxing than watching on a computer. Among younger consumers, though, the relationship is more casual. The TV screen is a friend, but one they may be losing interest in. Getting content on other screens is accepted and often preferred. Marketers: When people of any age are viewing a TV screen, they are open and passive. It’s a one-way relationship. They expect to be entertained. TV is a great place to tell stories. Consumers are open to feeling something and forming close emotional bonds.10
Percentage of U.S.homes with three or “An unconditional friend “It’s someone to hang out66 to kill time with, break free, with when there’s no onemore TV sets: and not expect anything else around…it keeps me in return.” company.” Mexico United Kingdom There are over 1.5 billion television sets in use in the world. Men and women tend to watch TV with different people: men are more likely to watch TV with just a spouse or partner, while women are more likely to watch with just a child or children. Number of TV sets in the 2.44 Number of hours per day that TV is on in an average average U.S. household: U.S. home: 6 hours, 47 minutes “You don’t have to try too hard with (a TV). At the end of a hard day, you just enjoy yourself…” United Kingdom Over $189 billion will be spent on television advertising globally in 2011.
“…whenever I’m down… Percentage of U.S. “A big fellow that occupies a whenever I’m bored… whole lot of space…pays no households that possess whenever I don’t have 99 rent, and costs me a lot of anything to do, one of my at least one television: money…but it keeps me best friends is a TV.” entertained when there’s no Saudi Arabia one else to hang out with.” SingaporePercentage of Americansthat regularly watchtelevision while eating66dinner: More than half of those who watch TV (52%) usually do so socially – with other people. This is especially true for those living in multi-person households, 63% of whom usually watch TV with others. “Entertaining…comforting… fun…engaging…” United Kingdom HoUrS AMericANS SPeNd Per week wATcHiNg TV “…he can inform you, HOURS PER WEEK entertain you, and show you a good time.” 1% Zero Mexico 14% Less than 5 33% 5–10 Number of hours of TV 19% 11–15 watched annually by 15% 16–20 Americans: 250 billion 18% More than 20 Value of that timeassuming an average wage of $5/hour: $1.25 trillion 13
the pc: the sageThe PC screen is something to learn from and look up to. It’s far moretrusted than TV, especially in Eastern countries and among youngerconsumers, because they can control/choose its content. It can answerpractically anything. It knows all, like a great, wise teacher, The Sage.Unlike TV, though, the relationship with the PC screen is two-way.The user engages with it, and gets advice and information in return.The Sage helps its user build personal equity and self-esteem. 15
Consumers interact with The Sage the way they would with an older sibling: it’s someone to look up to, someone who’s smarter than they are. Thus computers provide a feeling of support beyond what TV (a friend) can: it empowers its user to compete and interact, giving them an edge. again, though, geography changes everything. In countries where freedom and personal control have long existed, TV – the everyman/jester/old friend – is more trusted. In Russia and China, where, historically, TV has been viewed with skepticism, The Sage is more trusted. The stronger relationship with the Internet-connected PC in these countries reflects having more control over what is being viewed compared to the “pushed” content of TV. Marketers: It’s not enough to run a passive display or image ad in order to connect with computer users. Deliver content that educates them and helps them fulfill their potential. Challenge them and give them opportunities to show what they’ve learned. Who doesn’t want to show off that they’re sharper, smarter and better… thanks to The Sage?16
The number of PCs sold For the first time ever, China became the world’s biggestglobally will grow from consumer of PCs during the second quarter of 2011.over 222 million in 2010to over 479 million in 2015. “…sometimes it’s my guardian angel…when I’m not sure what to do, I consult my laptop.” SingaporePercentage of consumers83who own Pcs in the U.S.: “My computer is a massive Percentage of consumers source of information for 57 who own Pcs in Brazil: me…it is like my fountain of knowledge…” United KingdomThe Commodore 64 wasthe best-selling personalcomputer of all time, with17 million units sold. “Whenever I need to refresh my memory about anything or if I want to learn anything new, it’s always there.” Saudi Arabia
“What kind of person would it be? Albert Einstein.” Saudi Arabia “It’s kind of like a teacher in some ways…knowledgeable.” United Kingdom Percentage of consumers who own Pcs in 89 western europe: in 1980, the U.S. accounted for nearly 70% of all Pcs in use and, in 2010, its share declined to 20% representing over 280 million Pcs in use. As of June 2008, the number of personal computers in use worldwide hit one billion, while another billion is expected to be reached by 2014.“ …it helps you to…make theright decision…”Russia U.S. TeeN oNLiNe Video ViewerS, 2010–2015, iN MiLLioNSPercentage of consumers 21.7 22.4 22.972 20.8who own Pcs in russia: 18.5 19.7“ A person who knows a littleabout everything…it’s veryinformative.” 2010 2011 2012 2013 2014 2015Saudi Arabia 19
the mobile phone: the loverConsumers have the most personal and intimate relationship withtheir mobile phone screen. It embodies the characteristics of a loverand engenders feelings of great affection while demanding intensecloseness.The relationship is one that’s just beginning and is flush with all thepromise and excitement of a new love affair. There’s a whole world toexplore with this new lover; each day is a new adventure. Consumersdon’t want to be apart from their mobile screen and can’t keep theirhands off of it.It’s the last device they look at before they go to bed. The first onethey reach for when they get up. It goes everywhere with them.Everywhere.Among younger and older consumers, we saw thatcloseness to TV and the PC is inverse. This is not thecase with the mobile screen. Regardless of age,consumers are closest to mobile phones across theboard. A lover is a lover! 21
the relationship with The Lover is the most informed, the most demanding, and the most sensitive. There’s a trust not to be broken. Because of this, consumers are least receptive to receiving advertising via their mobile phones. They don’t want advertisers to violate their lover. They don’t want mass and crass intruding on their relationship. which is not to say they’re totally against commercial content on their mobiles. It’s just that their expectations are much higher. After all, if you are my lover, you know me intimately. And if you know me intimately, you know what I want. You won’t communicate things I don’t care about or don’t like. And if you do, if you violate that relationship, well…we all know the consequences of crossing a lover. Marketers: Mass communication is not the way to engage with a consumer on a mobile phone. You must know the consumer intimately and use the mobile phone to provide them with true utility and value. Give them what they need and help them stay on top of their lives. Then your brand will start to live up to the expectations they have of a lover.22
“…a mobile phone would know all about you. It’s a one-on-one thing.” United Kingdom Brand spending on mobile advertising will grow from 0.5 percent of the total advertising budget in 2010 to over 4 percent in 2015. “It is one screen that you, obviously, don’t share with anybody else.” Singapore on average, Americans spend 2.7 hours per day Mobile ad revenue will be socializing on their mobile device. That is twice the $3.3 billion in 2011. This will amount of time they spend eating and over one third of skyrocket to $20.6 billion the time they spend sleeping each day. in 2015. “My lover.” United KingdomPercentage of mobile internetusers who are using their86devices while watching TV: “When I leave it behind, my world stops. ” United States “It knows me very intimately… Women aged 35 to 54 and it pretty much controls are the most active group in my life.” mobile socialization. United Kingdom24
One in three U.S. mobile phonesis a smartphone. “It’s my best friend. I sleep with it. I eat with it. I bathe with it. I do everything “I rely on it so much…it’s a with it.” bit of an obsession as well.” Singapore United Kingdom Over 1.3 billion mobilePercentage of the world’s handsets were sold inpopulation that now has a 2010, up 18.5% compared with sales in 2009. And77mobile phone : smartphone sales grew 74.4% between 2009 and 2010. Mobile growth is being driven by demand in the developing world, and is being fueled by india and china in particular. These two countries collectively added 300 million new mobile subscriptions in 2010 – that’s more than the total number of mobile subscribers in the US. Over 1 billion of the world’s 5+ billion mobiles phones are now smartphones. “Like a wife who knows doLLArS SPeNT oN MoBiLe SerViceS everything about you, your bad and good habits, what you like and don’t like. She knows everything that you tell to your IN 2010 friends, what you think about Americans spent your boss…a wife which always supports you.” $42.8 MiLLioN Russia IN 2015 “He will save me if I need it, Americans will spend helps me plan my day, solves $1.8 BiLLioN my problems…” Russia 25
the tablet: the wizardPeople feel tablet screens can “do anything,” like a Wizard. This includestaking on the qualities of all the other screens as needed. The tablet isall powerful. It can go anywhere and do anything. Consumers can watchit like a TV. They can connect to the Internet with it and learn from it likea PC. And they can speak on it and communicate on it like a phone.It amazes and surprises, and is a constant source of wonder. In a veryshort time, it has shown its awesome power, scope and range. Its growthand capabilities are exponential. It’s important to remember, though, thattablets are nascent in their development and consumers are still formingtheir relationships with them.But the possibilities are endless.Marketers: Tablets can take on the attributes of any screen atany time. Be flexible and nimble when communicating throughthem. Be ready to adjust your message, tone and form quickly tojibe with what consumers are doing at any given time with thetablet. Whether providing information, provoking action or lettingconsumers interact with the world, marketing on a tablet shouldreflect the magic that only wizards are capable of. 27
Percent of tablet users Tablet sales will reach60 “It’s…a tool I can use to create 81 million units by 2015.who are male: a lot of things and…it’s more flexible in that way…” “It opens a whole wealth of Colombia knowledge…” United States “Young. Smart. Informative yet informal, at the same time. Cool…and slightly arrogant… United Kingdom More than 50% of tablet users say tablets are ideal for researching products before making final purchases and ideal for browsing catalogs and retailers. Percent of tablet users who have 93 downloaded apps: Tablets are shared: 43% of users say they share their tablets with others.28
“A tablet is a reflection of Today’s tablet userswhatever you want it to be.” represent 12% of theSaudi Arabia U.S. internet population; that number is projected to grow to 23% by earlyPercent of tablet users 2012—a group thatwhose household income is represents an estimated43 54 million people.in excess of $50,000: 87% of tablet users are accessing content and information, the dominant activity for this device. “…an early adopter kind-of- a-character who just likes to show off a little bit.” Singapore TABLeT USAge iN THe UNiTed STATeS“I want to be a tablet. Idon’t want to be a TV; I don’twant to be a computer;I don’t really want to be myphone… 2+I’d want to be a tablet. hoursUnited Kingdom <15 38% minutes 4% Time spent 1–2“I think the tablet is my with the hours tablet 15–30 30%fanciest friend because it’s… minutes per day 7% 30another level…one step minutes– 1 hourahead… ” 21%Colombia 29
now what? based on findings from this study, we recommend that marketers consider the following: TV is more relevant than ever. Consumers love to be entertained. The Everyman/Jester is there to do it. Whether a TV screen is being viewed in America, Brazil or Saudi Arabia, audiences are receptive, waiting to be entertained and humored. TV is a rich, powerful way to reach consumers. Advertisers should continue to make great ads for it.30
advertising on a PC should appeal to consumers’ needs forknowledge, learning and challenge. It needs to be something they canshare and show off, something befitting The Sage. It should tap into the users’competitiveness (e.g., maybe include a gaming component) and can be an especiallyappropriate way to reach younger consumers.for mobile messages to be effective, they must recognizethe personal nature of this “Lover” relationship. What works on televisionor other screens will not necessarily work on mobile devices. Messages must beintimate, surprising and unobtrusive. They must also be highly relevant, meaningfuland useful, showing that you truly know the individual consumer.Advertising for tablets needs to be similarly sensitive and must reflect which “hat”The Wizard is wearing. 31
reaching the next billion consumers Truly effective creative advertising is not a one-size-fits-all proposition. In the future, the best campaigns will take full advantage of the different relationships that consumers have with screens and the archetypes they embody. The number of media consumers is growing rapidly, especially in emerging markets. So is the number of screens. It’s more important than ever for marketers to create and tailor their messaging to be most relevant – and for consumers to be most receptive – depending on what screen they’re with at the time. The real opportunity lies in knowing that consumers often interact with more than one screen at a time. They use and view different ones at once–surfing a laptop while watching TV while communicating on a mobile device or tablet.32
is this a problem? no. Quite the opposite - it’s a giant opportunity. All these screens don’t limit a consumer’s attention span. They multiply it. The commercial content you craft for and send through different screens can surround and engage the consumer as never before. The relationships that marketers have with consumers can actually be deepened and enhanced because of the number of screens in their lives. Use this knowledge to hone how screen-specific messages can work in unison in a multiscreen environment for maximum effect. No marketer has done this yet, but one soon will. And others will follow. Whether it’s reaching an existing consumer base or “the next billion” customers in developing nations, one thing is certain: the insights revealed by this study can make you better equipped to engage with them effectively and meaningfully in this increasingly complex and fractured landscape. remember, no matter how distant consumers may seem–now or in the future– they will never be far from a screen.34
For more information, please contact:Simon BondChief Marketing OfficerBBDO and Proximity Worldwide1285 Avenue of the AmericasNew York, NY 10019Tel: +1 212 459 firstname.lastname@example.orgEdwin PhilogeneBBDOTel: +1 212 827 email@example.comBook Design:Teresa DillonBBDO Photo Credit:Ed DillonSources for screen statistics:TVCalifornia State University NorthridgeFederal Communications CommissionLab42.comPew Internet and American Life ProjectThe Nielsen CompanyZenith OptimediaPCeMarketereTForecastsGartnerHIS iSuppliIDCKantar MediaMobilecomScoreeMarketerGartnerGigaOmIDCmobiThinkingMorgan StanleyNew York TimesOnlineitdegree.comTableteMarketerGoogle/AdMobIPSOS OTX MediactJuniper ResearchOnline Publishers AssociationThe e-tailing groupThe Nielsen CompanyAll quotations are sourced fromactual study interviews.
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